scott goodson's writings

STRAWBERRYFROG LAUNCHES NEW POND IN BRAZIL

StrawberryFrog will open a new office in Brazil, led by renowned Brazilian creative Alexandre Peralta.

StrawberryFrog, an award winning, full-service advertising agency, today announced the opening of its newest office in San Paulo, Brazil. By partnering with one of Brazil’s most respected creatives Alexandre Peralta, StrawberryFrog will continue to provide its global clientele award-winning service and strategic excellence.

“Over the last 2 years, we have met a lot of people in Brazil and we fell in love with Peralta and his team. As true Frogs, we’ve found a very special chemistry with them and are confident in this talented group to carry the banner of our innovative brand into Brazil,” says Karin Drakenberg, co-founder of StrawberryFrog. "We will have access to some of the best talent in the industry. We will be able to help Brazilian brands into the global market. Many agencies are fighting over China. Brazil is one of the BRIC countries and is growing as rapidly as Russia, India and China. LIke true Frogs, we've lept for a different market. Brazil and we are very excited.

Peralta has been an admired name in the Brazilian advertising market for many years having won numerous awards and recognition for his work with Volkswagen, Audi, Nivea, Samsung and Pepsi. Most recently founding partner of Africa, Per Alta has been creative lead experience at Talent, DM9, W/Brasil, Peralta has worked with some of the most famous and esteemed brands in Brazil. StrawberryFrog Brazil is the dawn of a new era employing an agency model never yet practiced until now in Brazil. Given the demand for creative convergence the StrawberryFrog way, StrawberryFrog Brazil is breaking the bonds of conventional advertising by adapting popular cultural movements for brands and maximizing new innovations in communications. Brazilian clients are demanding a smarter and faster agency that can tap into a multitude of media mediums and easily blend them with 30-second TV spots for a total experimental campaign or ‘cultural movement’ (as the Frogs like to say).

“I have always dreamed of opening my own agency, and when I met the team at StrawberryFrog last year, it just clicked for me. We see the world through the same eyes and together, with magnetic chemistry, we are laying the foundation for greatness,” says Alexandre Peralta. "StrawberryFrog is the leap of innovation. It's all about creativity and freedom. StrawberryFrog is my kind of pirate ship."

Peralta believes that, like the Frog model, an idea can travel anywhere and it can also come from everywhere. That is why an important differential of the new agency is its operation and team cooperation among the planners and creatives as well as professionals of other disciplines. Content specialists ,bloggers, fashion designers, DJ's (as appropriate), among others, are all invited to join the agency's team to develop deep knowledge, allowing for a truly "out of the box" approach and contributing to the overall process of coming up with THE big idea. Even the client himself is invited to sit at the same table with the rest of the team because this model leads itself to break the mold of conventional ad agency practices.

StrawberryFrog Brazil will provide big ideas through multi-disciplined creative, management and communications planning as well to strategic and branding capabilities.

StrawberryFrog was founded 8 years ago in Amsterdam and has a track record of wooing and winning with some of the word’s largest brands such as Smart Car, Coke, Heineken, Microsoft, Mistubishi, Wal-Mart’s Sam’s Club and UNISYS; as well as many clients who have been peeled away from traditional corporate agencies.

Meet the Frogs in Brazil. "I FROG San Paulo."

STRAWBERRYFROG'S NEW AD IN FORTUNE

Here is our latest advert for Fortune magzine.

Our headline is "Just because you've got a huge ad budget, doesn't mean you aren't a challenger brand".

COOLEST FURNITURE & MODERN MARKETING

There are an ever increasing number of wonderful and inspiring sites where you can find extraordinary modern furniture. Design Within Reach and Room and Board are two excellent sites to check out. But more than the sites, the furniture brands are using consumer data in very innovative ways. I receive weekly emails from DWR, for example, letting me know about the kind of furniture I like that is on sale or if there are new designers to check out. Mining consumer data is the very effective and will certainly become more important for more and more brands in the future.

HEAD TURNING ARCHITECTS

I'm on a mission to find out where the passion for architecture has gone. Where are all the great and stubborn and visionary street savvy 3D physical artists? Where are the mavericks, the head-turning building Picassos? The intolerable impossible brilliant architects? I don't want to escape the magnitude of their ambition, the enormous optimism in the potential and power of their architecture. 100 years have passed since the manifestos of Corbusier, Marinetti and Loos. Urgent, clear, decisive, necessary… a foundation, forever embedded within my own sensibility. We need them so desperately now! The creative minds. The people who think differently. The idea people.

Today the impulse for the radical is private, covert, more tactical… nuanced to the political circumstance. One has to be clever. For the emerging list of hot ones check out...

Sweden's Tomas Eriksson.

Thom Mayne

Patrik Schumacher

Zaha Hadid

Enric Miralles Benedetta Tagliabue

Patkau from Canada

ONITSUKA TIGER GARY BASEMAN RED HOT

Cool. Freshness Magazine says that "One of the hottest ads I’ve seen! This Onitsuka Tiger ad, “Made of Japan”, is a collaboration with artist Gary Baseman and photographer Marcel Christ. The Onitsuka sneaker is made completely of toys, most of which are designed by Gary Baseman. HOT!

ONITSUKA TIGER TEAMS UP WITH MINI

MINI has teamed up with Japanese heritage sneaker brand Onitsuka Tiger (part of Asics) and will offer 3 pairs of trainers to coincide with the UK launch of the MINI Clubman this November according to the Autoblog. Aimed squarely at the style mavens MINI targets with its vehicles, the shoes will be offered in Chocolate/Cream (shown), Black/Silver and Cream/British Green. The shoes wear the MINI logo on the area just above the heel. Customers who want to get their hands on the fresh kicks will be able to do via MINI's online shop, Onitsuka Tiger stores, and UK MINI dealerships. Onitsuka Tiger's global advertising agency is StrawberryFrog.

WHO IS SEXIER: JOURNALISTS OR MARKETERS?

Swedish marketing magazine Resume reports that among a survey of 1200 women, Firemen are the sexiest men out there with 49% of the women's votes. Journalists received a whopping 12 percent of all the votes. And marketing and advertising professionals were accorded merely four percent. So there you have it in black and white: Journalists are sexier than marketing pros.

WOOD SCUPTURES ALONG THE HUDSON

I was biking today with my family along the Hudson river and saw some wonderful pieces of art along the way. We parked the car up by 125th street, pulled the bikes out of the car, and headed down on the bike path to Battery park. A few minutes into the ride we started passing some of the most extraordinary sculptures along the river, art work made out of drift wood.

BERGMAN'S SECRET TV COMMERCIALS

Recently Ingmar Bergman, the Swedish director died. He was responsible for some of ther most influential and memorable films of the 1960s and 70s, including Fanny and Alexander. His cinema work greatly influenced a lot of commercials directors and cinematographers. Recently I stumbeled upon the work that started his career.

Bergman's commercials

COKE INVESTS IN MODERN ART

It's a sign of good judgement when a major global advertiser invests in the awareness of great art as a medium to sell stuff. It creates awareness of art in general to the masses. And it says that art is a vibrant and important part of our culture. Coke's motive is to celebrate it's 75-year old bottle design. But while this is self serving, it does an equally powerful job of saying that contemporary art culture is very relevant. In this case, Coke has teamed up with pop artist Peter Blake for art project in Europe. Very cool.